Market leader Nokia understands what services offerings consumers like best, a recent Nokia study on device usage shows that Email has really taken off in 2008 and demonstrates increased use of Music, Maps Browsing and Social Networking. While devices are becoming more powerful, hardware vendors push services and end users more and more use the services available to them.

An example of this is the fact that the MySpace Blackberry App was downloaded 400,000 times in 7 days. This is ~2% of all 19 million Blackberry users globally. This presents some real proof that the Blackberry user does actually want to do more than ping emails about the place.

The greatest example of this trend is the Apple App Store with an astonishing 100.000.000 downloads in 60 days. Assuming ~14 m iPhone users, this is an amazing ~7 downloads per iPhone user. Taking a neutral business case of app. revenue 10 $/user per year, iPhone Average Sales Price (ASP) of 158 $ (See Apple Annual Report), 30% Apples revenue cut, and a write off over 24 months….this nets to 10 / (158/2) * 30% = 4% additional revenue beyond selling the iPhone. This doesn’t sound as a lot…….but it is a good starting point…..bear in mind the iPhone is also a platform for Music, and Apple has grown this to 36% additional revenue around the iPod.

Of course all supply chain actors (operators, content providers, device manufacturers,…) are watching this new revenue stream and will try to claim their share….it will be interesting to see how this evolves over time.

What does this mean for TEM and the Enterprise?  This is another example of how adoption of consumer services will find its way into the enterprise leading to interesting questions around how to deal with private versus business, security risks, escalating cost of mobile data, escalating end user support cost around consumer related questions, etc…….